AITO adopts new green travel ratings

02 October 2008 - The Senegal Experience - Oliver Smith

UK organisation has revised its Responsible Tourism ratings in an effort to encourage eco-friendly travel.

The Association of Independent Tour Operators (AITO) has revised its Responsible Tourism Star classification system.

AITO, which encourages a commitment to green travel among its members, has altered the number of points awarded to certain areas such as destination activities and carbon reduction.

Previously, its ratings system ranged from one to three stars. The revamped questionnaire will rate eco-friendly travel operators from one to five stars.

"We hope that through the increased emphasis on destination activities, members will be encouraged to work more closely with local communities," said Roger Diski, founder of Rainbow Tours and the Chairman of AITO's Responsible Tourism committee.

An AITO spokesman said that the new classifications would push a number of tours operators down from the top rating, which he hoped would encourage them to continue improving their green credentials.

A spokeswoman for charity Tourism Concern, which campaigns against irresponsible tourism, said that the changes were "much-needed" and encouraging, but called for greater transparency.

"We would like to see the results," she added. "Corporate checklists are rarely sufficient – they need to be robustly policed by third parties."

"Unless the actual impact is verified, customers really have no idea what they are buying into."

Travel companies must now re-apply for AITO membership to receive their new rating.

So far seven operators have been awarded the new five star rating: Corsican Places, Explore, Himalayan Kingdoms, Journey Latin America, KE Adventure Travel, Serenity Holidays and Tribes Travel.

Companies must achieve a minimum of one star to gain AITO membership.

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The Senegal Experience is a trade name of Serenity Holidays, a fully bonded operator under ATOL 1866 and a member of ABTA, IATA and AITO.